Avenue Montaigne, Paris, France

The flagship store in Chloé’s home city, situated on one of the most prestigious avenues in Paris, Avenue Montaigne. The store is filled with natural light from three sides, and in a city which can easily be associated with opulence and extravagance, this simple factor is refreshing.

A new element was designed for this store: a spiral staircase in raw cast concrete. Remaining within the spirit of our Chloé store concept, the staircase rienforces the edgy but elegant style of the brand. The staircase was subsequently implemented in the Hong Kong and New York stores.

The lighting here, as in all the stores, is typical of a museum or art gallery: spotlights modelling or flooding the clothes just as you would light a sculpture or painting. At night only the mannequins are illuminated for dramatic effect.

Photographs by Jean-Philippe Caulliez